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Which level of measurment has a true zero?
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•The process of selecting some elements from a population to represent the population
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A creative brief can help you make information what?
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Definition
Shared, manageable, and inspirational
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Term
For your measurement to be practical there are 3 things you should consider. What should your measurement be?
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Definition
Economic, convenient, interpretable |
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| Both accurate and precise |
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Give one piece of advice on making a good presentation
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Why is editing important?
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Definition
Minimize and eliminate errors, guarantee data is accurate
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What's the first step in analyzing data?
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Name one limitation of qualitative research that is addressed by using quantitative research
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Definition
| Qualitative is susceptible to bias & error |
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| A survey with lack of control and slow turnaround? |
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| Using multiple methods. Qualitative and quantitative methods compensate for each others weaknesses. |
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•Uncontrolled, subjective, observational
•Low reliability, high validity, inductive, in-depth
•Describe, understand
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•Controlled, objective, systematic
•Reliable, valid, deductive, generalizable
•Describe, understand, predict
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•Defining the population
•Determining the sampling frame
•Determining the sample size
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Definition
Simple random sampling;
Complex probability sampling- systematic & stratified random |
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•Convenience sampling
•Judgment sampling
•Quota sampling
•Snowball sampling
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•Assigning numbers to events, objects, properties, activities
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Term
| 3 parts of the measurment process |
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•Select Observable events
•develop set of mapping rules
•apply rules to each observation
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Definition
| Attributes are only named. (weakest) |
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| Attributes can be ordered. |
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| Characteristics of good measurment |
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| Validity, reliability, practicality. |
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•two choices, mutually exclusive & exhaustive
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| Likert or likert-type; semantic differential |
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| 6 Questionairre Construction Basics |
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•Start with easy to answer questions
•Put sensitive items at the end
•Group items with similar response categories
•Intermix positively and negatively worded items
•Filter questions eliminate ineligible respondents
•Use branching to skip irrelevant questions
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Term
| 4 Roles of the Creative Breif |
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Document how advertising messages are developed
Point of agreement among everyone involved - agency & client
Reference points for creative team
Provide foundation for evaluation
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Translate raw materials into countable form
Identifies numeric & non-numeric material
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| Averages: mode, median, mean. |
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| Process of patterning data |
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When designing your survey, what are 3 key things to remember?
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1. stay focused on objectives
2. allow time for pretesting
3. treat respondents with respect
4. explain the purpose to engage respondents
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| How long should your creative brief be? |
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Name the type of question illustrated below: like, disagree, agree
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Definition
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Term
Which level of measurement is used for a categorical variable?
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Term
Categories for coding should follow 4 rules. Name 2
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Definition
Appropriate, exhaustive, mutually exclusive, unidimensional
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Term
Name 4 typical items included in an agency’s creative brief
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Definition
Target, desired belief, reasons why, tone, objective, key insight, mandatory information, timing
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Name 3 things to avoid when designing questions
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Definition
Ambiguity, Double barreled question, jargon, abstraction, irrelevance, Leading questions
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Term
How do you know if your creative brief is good?
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Definition
Believeable and supportable, clear and simple, best way to introduce
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Term
What do we call the list of population elements from which a sample is drawn? |
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There are 4 sources of measurement error.
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Definition
Respondent, situational, researcher, instrument
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